Upload
gshift
View
211
Download
3
Embed Size (px)
Citation preview
Jeff Riddall – Director of Product Strategy
www.gshiftlabs.com
@gShiftLabs
How SEO Can Impact Your Social Media Marketing
(and Vice Versa)
hello
• Director of Product Strategy at gShift
• 15+ years of Web marketing experience
• 7 years with gShift• Blogger • Social Media Addict• Hockey Dad
[email protected]@JRiddall on Twitter
about gShift
SaaS SEO, Content Performance and Influencer Marketing Platform for Brands and Agencies
We gather billions of data points for thousands of web presences across 25+ countries.
To be the platform marketers rely on to execute on owned and earned digital strategiesproving ROI on content investments from keywords, through multiple channels,
complete to customers.
We strive to make your marketing life easier by bringing all of the data, insights and reporting you need under one umbrella.
@JRiddall @gShiftLabs
agenda
• What is a Web Presence?• The Modern Marketers Growing Dilemma• Where and Who is Your Audience?• SEO vs. Social?• Content is Still King• Optimize Your Content• Distribute Your Content• Measuring Content Engagement
@JRiddall @gShiftLabs
what is a web presence?
• Encompasses all of your brand’s digital points of presence:
– Your website– Off-site content – blog posts,
articles, press releases– Social media accounts and posts– YouTube and other video networks– Social local – Yelp, TripAdvisor– Review sites– Directory listings – Paid Ads– Influencer generated content– Dark Social - email, messaging apps
@JRiddall @gShiftLabs
marketers growing dilemma
“Customers have moved from a discrete linear purchase path to moving at their
pace when and wherever they want”
Gartner 2015
“70% of the buyers journey is complete before a buyer even reaches out to sales”
Sirius Decisions
@JRiddall @gShiftLabs
in travel, the funnel is a pretzel
Research conducted by Nielsen for Google in 2014 showed customers spend an average of 53 days booking their trip, during which they view 28 different sites over 76 sessions, while more than half of travelers use social media for travel tips.
http://www.traveltrends.biz/ttn555-consumers-overwhelmed-as-funnel-turns-to-pretzel/
@JRiddall @gShiftLabs
it all starts with searchSearch and social play an important role for customers throughout the
customer life cycle. People turn to both search and social channels throughout the stages of their journey – with over 90% of customers report they use
search at every stage of their customer lifecycle, and over 85% of customers saying they use social channels for discovery and consideration or purchase.
Forrester, April 2016
@JRiddall @gShiftLabs
optimize your content for search• SEO still matters, but it’s
changed too
• research and incorporate the right keywords to build your authority in the eyes of Google• what are you ranking for• what are your competitors
optimizing/ranking for
• create helpful, relevant content
• include clear Calls to Action
• encourage social sharing which increases CTR and can lead to backlinks
@JRiddall @gShiftLabs
who and where is your audience?
Renowned Marketing Consultant and Author, Mark Schaefer says “Leaders should answer two primary questions:
1. What social media platforms should be in their “information ecosystem.”
2. What metrics should they use to determine if they are connecting to their customers in the right places.
@JRiddall @gShiftLabs
where is your audience?
https://www.socialbeat.in/2017/05/26/5-digital-marketing-trends-transforming-travel-industry/
@JRiddall @gShiftLabs
“Random social media tactics lead to random results. You
need a strategy.”
-Stephanie Sammons, CEO, SammonsWealth
@JRiddall @gShiftLabs
content is still king“If the social web were a living organism, content would be the air that it breathes.”
“You must have at least one source of original rich content and you have 3 viable options: a blog, a podcast or a video series.”
“A source of rich content provides something that is shareable, conversational and engaging for social platforms.”
@JRiddall @gShiftLabs
optimize your social posts• social content is indexed and
can appear in search results too
• optimize social posts using topical, related keywords from blog or site content
• incorporate relevant keywords as hashtags, which are the basis of social search
• include visible social follow buttons on your site and social sharing buttons within your content
@JRiddall @gShiftLabs
establish connections
• identify and establish human connections with relevant social users Tip: User Twitter search to see who’s using keywords/#hashtags you want to be found for
• curate and share relevant content from others in hopes of reciprocation
• build your social community focused on trust and relationships
Image via richardborges.com
@JRiddall @gShiftLabs
“Content builds relationships. Relationships are built on
trust. Trust drives revenue.”
-Andrew Davis, Bestselling Author and Speaker
@JRiddall @gShiftLabs
distribute your content
• publish & distribute content wherever you’ve determined your audience is and have established a following
• identify and build connections with relevant influencers who can help share your content with their trusting audience
@JRiddall @gShiftLabs
validate your listings content
• Identify and validate all of your points of presence in off-site sources such as directories, local social networks (i.e. Yelp) and review sites
• Where possible, incorporate trackable links (Smart URLs) to relevant pages on your website e.g. specific product or services pages
• Monitor engagement with and the relative effectiveness of all distribution channels
@JRiddall @gShiftLabs
measuring content engagement
• Leverage Smart URLs
• Measure and monitor engagement by channel, by influencer, by content type, by geography
• Define and monitor conversion paths, which may cross on-site and off-site content
• Optimize content distribution for maximum engagement
@JRiddall @gShiftLabs
“There are three objectives for content marketing: reach engagement, conversion.
Define key metrics for each.”
-Michael Brenner, CEO, Marketing Insiders Group
@JRiddall @gShiftLabs
key takeaways
• Today’s buyer’s journey is a pretzel
• Almost every journey starts with Search
• Identify who and where your audience is then connect with them
• Create, publish, distribute and measure keyword rich, optimized content via targeted channels
• Validate, update and track owned off-site content
• Use Smart URLs to monitor engagement, optimize conversion paths, measure results
@JRiddall @gShiftLabs
Thank Youwww.gshiftlabs.com
gShift Resources
http://gshift.it/ELU-Resources
Download this Presentation from Slideshare